The pace of growth is slowing video segment Runeta - report
The growth rate of the video segment Runeta slow, but that does not stop Russia ranked fifth in the world after China, the U.S., Brazil and Japan viewed online video, and the domestic market of video advertising - show high growth. The behavior of the Russians, already accustomed to online video is changing: they have to watch more videos and movies, and spending on them more time - almost a day of each month. Against this backdrop, the market for video advertising in RuNet in the first half of 2013, according to assessment of Gazprom - Media Digital and Analytical Center "Video International", increased by 60-75% to 0.9-1 billion .
Size of the market
Runet users actively looking video, but the growth rate slowed down the video segment. According to omScore , Inc (report VMX , the represented audience of 15 years and older), in 2011, the number of unique users viewed videos in RuNet, grew faster than the total number of Internet users - 20% per year. Now Runet video segment and its growing comparable rates - slightly more than 10% per year. According to omScore , Inc , the number of unique users watching video in RuNet increased from 53.01 million in June 2012, the to 58.7 million in the June 2013. As a result, the proportion of users watching video on the total number of Internet users in Russia, in June, the 2013th was 91% compared to 90% a year earlier.
Growth dynamics of video views than the growth rate of new users more than doubled. According to omScore , Inc , page views increased by 16% - from 7.93 billion in June 2012 th to 9.18 billion in June 2013. However, here we can talk about slowing growth: in 2011, the figure has almost doubled - from 3.136 billion in March, up more than 6 billion in December.
In contrast to slow down its growth video segment Runeta Russian video advertising market continues to show significant momentum. According to Gazprom - Media Digital and Analytical Center "Video International" (ATSVI) in the first half of 2013 the volume of client money received by Sellers and platforms, compared to the same period last year increased by 60-75%, and 0.9 - 1 billion rubles. Forecast for 2013 remains unchanged: the cost of advertising on video ads in RuNet amount to 2.5-3 billion. In 2012, according to Gazprom - Media Digital , the market volume amounted to 1.6 billion rubles.
Russia with 58.7 million unique users viewed videos in June 2013, ranked fifth in the world in video views after China - 326 million dollars to 166.34 million, Brazil with 64.8 million, Japan with 60.72 million It is followed by India with 56.4 million, and by a wide margin in Germany, France and Britain - 47790000, 39560000 and 38150000, respectively. According to omScore , Inc , in June of 2013 in the world's 1.33 billion people watched online videos 248,30 billion. Thus, 84.72% of Internet users have become visitors of sites that show video online. 60% watched video on the World Wide Web did it on YouTube : 803 million people viewed 79.9 billion videos. In the U.S., the share of YouTube is much higher: a video on it in June 2013 saw 86% of Americans - 142,430,000 unique users.
The top ten
Reducing the rate of growth of new users in RuNet accompanied by a significant change in the behavior of the Russians, who are used regularly to watch this video. At the end of June 2013, users spent an average of Runeta to watch movies online for almost a day - 19.7 hours. In March 2011, the figure was only 9.2 hours. Average time spent per video was 7.6 minutes. At the 5% increase in the number of commercials that Russians monthly look at the network: from 149.5 in June 2012, the to 156.4 in June 2013. At the same time in a single session (visit) 5.2 people looking video.
Top ten video resources Runet version omScore , Inc , Report Video Metrix by unique visitors in June, 2013, is as follows: in the first place are the sites Google ( YouTube ), in second place - Mail . RU Group , the third place is occupied by Group Websites Gazprom Media ( Rutube , NTV . RU , etc.). Websites of the top-10 generates 59% of hits, while they account for 35% of the time spent by users on the Internet video. Thus, the most popular continues to have a content of short duration. first hundred video portals display provides 73% and 57% of the time . In this case, the top ten resources provide coverage of 99.72% videoauditorii Runeta.
1
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Google Sites
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53959264
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2
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Mail.ru Group
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34235048
|
3
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Gazprom Media
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15207636
|
4
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Yandex Sites
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15028926
|
5
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T vigle . RU
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9226691
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6
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Vimeo
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8984812
|
7
|
RosBusinessConsulting
|
6487773
|
8
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Viacom Digital
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6199619
|
9
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K inopoisk . RU
|
6024559
|
10
|
I vi.ru
|
5311159
|
Noteworthy is the fact that the TNS Web Index captures approximately equal number of those who choose the Internet as a replacement for television ( TV Viewers Light ), and those who still prefer Internet TV ( Hard TV Viewers ). The share of the first group in June 2013 accounted for 29% of users are watching online videos, the share of the second - a little more than 28%. In the first group in June of online video watched 70% of the people in the second - only 42%.
The structure of the audience
Socio-demographic profile of the audience of online video Runeta year has undergone some changes. Spectators network video matured. Compared to the year 2011 the proportion of 18-34-year-olds fell below the 50 per cent mark: according to TNS Web Index , the core audience is still made by young people aged 18-34 years, who account for 48% of monthly video views, they are most active and look to the monthly average of 172 movie. 20% of the monthly audience of Internet video is now accounted for by people aged 35-44 years. At the same time as the aggregate length of viewing 18-34-year-olds spend 2.6 times longer than the 35-44-year-olds, and in minutes per person per month - a 14% increase. The older audience, so the gap is substantial: compared to the 45-54-year cumulative duration of view of people aged 18-34 years is more than 4.5 times, in minutes per person exceeds 29%. For over 65 years, the difference of 10.8 times and 51%, respectively.
Women of watching online video in RuNet slightly more women than men - by 7.3%. However, representatives of the stronger sex more often and longer viewing videos. The average man spends watching videos 22.2 hours per month, and a woman - 17.3 hours. At the same time to watch a single clip, women of all ages spend a little more time: 7.8 minutes vs. 7.3 minutes for men. Interestingly, the data viewed video in the world shows that men watching online video a little more than women: according to comScore , Inc , in June 2013 in the world of men had 63.4% of visits. In the United States in the fourth quarter of 2012, n on data Videology , the ratio was the opposite - the share of women had 55% display.
In general, in RuNet age changes in both men and women is about the same - the older the person, the less it looks today, Internet video and spends less time for it. The exception, according to comScore , Inc by Russia were women aged 15-24 years. They pay viewing Internet video 21 minutes less than the next age group - 25-34 years: in the first case, for every wearer have 128 monthly minutes watched videos, the second - 149 minutes.
Trends
Latch monitoring systems slowdown in the video segment comes amid growth in video advertising market. Since the regular viewing of the video in the network become a habit among Russians, video ads, advertisers no longer seen as an auxiliary tool of their advertising campaigns. In 2012, its share of the online advertising budgets of major significantly increased, which is bound to affect the volume of the market: in 2011 videoportal Rutube rate it at 830 million rubles in 2012 to assess the Gazprom - Media Digital , volumes were up by 90% exceeded 1.6 billion rubles. In 2013, video advertising, market participants expect that its volume will increase by a comparable amount to 2.5-3 billion.
Significant impact on the dynamics of the Russian market of video advertising could have a TV, which was the last year continued to test the model using the Internet. Continuing to be the largest producers of video content they have paid great attention to the creation and promotion of its video resources. If you have 2012 channels laid out in the Internet mainly announcements ether or fragments of programs that are not monolithic, but recently they are increasingly offering Internet audience alone unit content. In the coming year, TV, obviously, will expand its distributiruemogo online content that will be provided in the video portals sharing programs in advertising revenue. Today, virtually all of the major television can act for Internet sites as majors, offers a large library of licensed content.
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